Tree Change

Is the idyllic lifestyle all it’s cracked up to be? 


Sophie Beasley & James Brownlie

IT’S very easy with a couple of gin and tonics under your belt and a hazy handle on your finances to imagine moving permanently to your favourite coastal or rural hide-out.

After all, on holidays there are no office egos to contend with, no queues for your favourite breakfast spot, no 5pm gridlock.

But tread carefully.

Many people mistake the happy holiday fug with a desire to live in a location permanently, however what may seem like the best idea you have had in decades could easily turn into a costly mistake.

Holidaying is a lot different from living somewhere day in and day out, but who bothers to remember that after the third poolside cocktail?

“In Australia we love our holidays and we tend to find ourselves thinking, ‘This is the life’ when we are on them,” McCrindle Research futurist Mark McCrindle says. “But the challenge is to move that holiday feeling into a broader context of what it would be like to live there every day.

“You have to realise that a tree change will not solve your problems, it will bring a new set. But if you say to yourself, ‘I would prefer those challenges than my current ones,’ that is OK.” 


Branding East Gippsland Produce

East Gippsland Produce BrandWith its green pastures, fertile soils and expansive Lakes, East Gippsland offers an abundance of high quality produce throughout the region including premium beef, seafood, vegetables, berries, chocolate and condiments.

EGMI and the East Gippsland Food Cluster are working collaboratively to develop a regional produce brand that recognises the strengths of our food and beverage sector and is synonymous with great taste and excellent quality.

A range of marketing activities will be rolled out over the next four years to promote our produce strengths, and create lasting relationships with consumers, restaurateurs and suppliers.

In January 2014, EGMI and the East Gippsland Food Cluster hosted high profile Chefs and media commentators in the region including Frank Camorra (MoVida), Matt Germanchis (Pei Modern) and Matt Wilkinson (Pope Joan / Hams & Bacon). All were impressed at the quality and diversity of the produce, and have continued a close working relationship with the East Gippsland Food Cluster.

EGMI will provide marketing support to the food cluster as it embarks on its major strategic initiative to develop a produce distribution and e-commerce system that will revolutionise the way local growers and producers distribute their produce. For more information, visit

Four Year Business Plan

EGMI launched its Four Year Business Plan in May. It signals the next phase of EGMI's development from awareness building and relationship development to implementing focused strategic activities in concert with partner organisations to maximise return on investment for the region.

EGMI's strategic focus remains cemented in live, work, invest and visit with the priorities for 2014 - 2018 having been set as:


> increasing national and international visitation - in partnership with Business & Tourism East Gippsland (BTEG) and East Gippsland Shire Council (EGSC) develop a strategy with focus on improving infrastructure, accessibility, education and support for tourism operators;


> repositioning and rebranding East Gippsland as Victoria's 'Adventure Capital' through specific marketing campaigns, such as the 'Choose Adventure' campaign launched in April 2014;


> developing a signature event on the Gippsland Lakes for 2015 and beyond to attract in excess of 5,000 external visitors to the region;


> developing and implementing a regional food brand for East Gippsland in partnership with East Gippsland Food Cluster to position East Gippsland as an emerging centre for food excellence;


> developing tools that educate and inform to support investment in East Gippsland in partnership with EGSC by identifying the region's strengths from an investment perspective;


> promoting and supporting education in East Gippsland to grow our reputation as an area of diverse opportunities;


> increasing East Gippsland's online presence through e-marketing strategies;


> supporting areas of workforce need; and


> growing stakeholder and partnership networks through targeted initiatives and communication to continue promoting East Gippsland as the ideal place to visit, live, work and invest.


Please let us know if there is anything we can do for you to directly benefit from these initiatives. You can contact us on (03) 5152 3677 or call Karly McCaskill, Marketing Manager, direct on 0408 122 065.


By working together we pool our individual strengths and create opportunities to improve the economic environment of all of East Gippsland.


Signature Event

EGMI is leading the charge to develop a major event in East Gippsland that will build awareness of our regional strengths and increase visitation to the region.


The event, identified in a 2013 feasibility study commissioned by EGMI and funded by a collective that included Regional Development Victoria, Tourism Victoria, East Gippsland Shire Council, Destination Gippsland and Broadsword Enterprises, will centre on Adventure Sports and take advantage of the significant natural attractions in East Gippsland.


EGMI has appointed leading sports event managers, Limelight Sports, to manage and market the event with the inaugural event due to take place in late 2015.


The success of event will depend on securing seed funding, and EGMI is working with a range of stakeholders to secure financial support for the first three events.


Further updates will be provided over the coming months, including detail on the structure and dates of the 2015 event.

Today Show wakes up in Omeo


Popular breakfast television program, The Today Show screened its weather cross live from Omeo last Wednesday. 

Funded by Tourism Victoria and coordinated by East Gippsland Marketing, the television coverage reached around 350,000 viewers nationwide and was part of efforts to assure travellers that the region is open for business following fires in the surrounding Alpine National Park.
Much of the local community came out early to support their town with many volunteering to participate in the promotion. Visitors were well fed with the Omeo High Plains Bakery and Omeo Football Netball Club providing hot cross buns and egg and bacon sandwiches.

Well-known presenter Stevie Jacobs mingled with the locals and took opportunities to promote the adventure fuelled activities in the region including horse riding, white water rafting, fly fishing and swimming, along with a history of the gold mining region.

Karly McCaskill, marketing manager of East Gippsland Marketing, thanked the community for making the event a great success.

“Opportunities to promote our region to over 300,000 engaged viewers is rare so it was important that we made the most of the coverage,” she said.

“With just four days to coordinate the program we were thrilled that the Omeo community was able to go to enormous efforts to make it happen, and the beautiful coverage on the day reflects the efforts of this tight knit community. Special mention must go to the brave young boys who agreed to leap in the local swimming hole on a crisp, autumn morning.”

Source: East Gippsland News 

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Contact Details

East Gippsland Marketing Inc.

PO Box 1753, Bairnsdale, Vic, 3875
Telephone: (03) 5152 3677